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BingAds - the second engine to advertise on
February 09, 2018

BingAds - the second engine to advertise on

Anonymous | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Bing Ads

It's being used in the marketing team as part of the paid search strategy for driving more traffic to client's websites. It's the cheaper version of AdWords so to say, unfortunately, the reach is very limited as not so many users search on Bing. It has almost all features offered by AdWords, although falling behind track a bit.
  • The strength is that it can be integrated with big data management platforms like DoubleClick and Marin Software.
  • It's very easy to set up.
  • It's cheaper than AdWords.
  • Since they changed their policy for competitors to bid on other brand terms, brand CPCs became significantly higher, which impacts negatively overall performance and ROI.
  • Shopping campaigns are not easy to set up, there are always issues. I personally never made it to see them working on any client have been managing.
  • Lack of support on the side of Bing, in most cases they can't find a solution to any problem.
  • The overall impact is positive on the ROI since it's driving a good amount of conversions at a good price.
  • The competition is not so harsh on Bing, as many competitors don't appear there, which leads to lower CPCs than AdWords
Bing ads in the UK is the second engine advertisers would go for, if they're looking to expand reach. In the US I expect it to be a bigger deal. It also depends on what type of product is being advertised, for some, there is bigger volume than for others. Bing still falls behind AdWords, because they don't present anything new to us, but rather wait for Google to be the innovators.
I'd recommend it, because if gives the opportunity for some additional volume of visitors to the site and in most cases at a lower price. It's the best solution to expand a paid search activity beyond Google search. For shopping campaigns though it's hardly developed. In countries where people are more likely to search on Bing it brings even more benefits. In the UK though, its market share is not big enough.